Branding Your Products Is Important
I was chatting with a couple of friends, all of us are either copy writers or graphic designers?or both?.in the advertising industry, so, naturally, our conversations leaned towards the topic. This one particular friend who works in an American advertising firm is now an Art Director, so, needless to say, he considers himself a notch higher than us mere freelancers and employees. After all, he is the one person who decides on the direction of a whole advertising campaign. He is also in-charge of a couple of large International brands of products. And during this conversation, he told me about this story that inspired me. He says that branding is so important to a product that it can either make or break a product?or even the company. For instance, he was trying to come up with something unique for a particular brand of body wash (he thought the smell was awful because it smelt like mud?wet and totally disgusting). Guess what he did? He went the NATURAL WAY?? Obviously, it worked wonders for the product! He came up with headlines like "So natural, you'd roll around in it" "Just like a second skin" "Aroma-therapeutic" "Go back to nature" ?and the likes. I was impressed. So happens that he brings back a lot of samples of products each time he comes back to Malaysia and this time he had the said product handy to show us ? to although I didn't think it was disgusting (he has a way with words, shall I say?"), it wasn't your conventional bath wash. It sure didn't smell like anything else I can get here in supermarkets. Joe, my friend from America, said that he steered the product in the realm of conservation of the environment, going natural, using natural products, natural cleansing properties?.etc and it worked wonderfully. When combined with a superb design and ad, the product sold like nothing else he had known! This was the product he thought smelt like mud, remember? And with good direction, copy and design, the product is as good as sold. The theory is that, people's mind accepts what they want to accept. Let me give you some examples of beautiful copy work for International brands. "milk bath" ? Johnson and Johnson. Sounds simple enough? But accordingly, many people bought the products, not because it was superb or any better than all the other Johnson and Johnson products or bath gels, it was because the 'milk bath' copy suggested that whenever you use the product, you'd be bathing in milk, pampering yourself, making your skin whiter and smoother. Asians will buy anything that you say can turn their skin white. "Not perfumed, Not coloured. Just kind" ? Simple. This is a very unique stance taken by a skincare company because Simple is the first brand that suggested that you don't need anything extra have superb skin. Simple is?.well, simple, but it gives you good skin because it doesn't make your skin look worse. "Against animal testing" ? The Body Shop. The products being sold by The Body Shop, without a doubt, is produced without being tested on animals. This, they claim, is because the properties used to produce their products is very natural. I think placing the words "AGAINST ANIMAL TESTING" in bolded letters in all of their labels is a good idea. Anyone who loves natural products and are animal lovers will definitely stay true to The Body Shop. "The beer only a true man knows how to appreciate" This is a tagline being used by a well-known beer company. I am not certain of the exact words being used, therefore, I decline to name the brand and beer type. Anyway, this tagline suggests that if you're a man at all, you'll like this beer?..and if you don't, you're not a TRUE man. I am a woman and I like the beer because of its richness in taste but I absolutely object to their tagline. I suppose they have their reasons. Their target market were mostly men and if they were women who drink, they will let the tagline slide because they like the beer so much. So, you see, the kind of branding, the kind of tagline and headlines that you use determines the direction of your product. If you use a tagline like 'lustrous long hair"?.don't expect a lot of male customers who takes you up on your offer. So, decide on a tagline once and for all for each and every one of your products, take them very seriously and if you can't think of anything, hire someone to do the thinking for you. Branding and copy writing is SO IMPORTANT that you'd rather pay for it than be stuck with one that gives out mixed messages. Marsha Maung is a freelance graphic designer and writer who has been working from her home in Selangor, Malaysia the past 6 years. She is also the author of "Raising Little Magicians", "No products to sell" and the popular "The Lance in Freelancing" and other books. For more information, please visit http://www.marshamaung.com and for more info on her books, please visit http://www.lulu.com/marshamaung
Related News
|
 |
|
|
RELATED ARTICLES
Naming Names... How to Name your Business
Sometimes the best inspiration comes from hearing about the deconstruction of other company's names. For you, I am happy to share how I came up with "Slice A Day :: your slice on marketing"...
First the purpose and vision of my site was to have people volunteer some marketing stories...true case studies of business owners and how they promote business.
Then gathered the supplies for brainstorming. I had a sheet of paper, pencil and a dictionary/thesaurus.
Let the brainstorming begin!I love really clever, catchy and visual names. It comes from having a web design and creative background. The AIGA.org hosts a local networking event called "Brew" with the tagline "where ideas perculate". I loved it! And to mimic it's genius, here is where that spark of inspiration took me.::: Start List :::? "grill - where ideas sizzle" ? "water cooler" ...sidenote: i thought that's where people really talk openly ? "feedbag - serving up ideas" ? "your market draw" ...sidenote: i don't know how i got here ? "evoke" ...sidenote: now i'm just writing words, synonyms ? "persuade" ...sidenote: this is where the dictionary & thesaurus come in? "convince"? "share"... a few minutes pass by... a few more minutes pass by? "Slice-A-Day.com" ...sidenote: visual images of pie and cake ...sidenote: slice is a portion of a bigger piece...hmm? "Share Your Slice On Marketing" ...sidenote: tagline that explains and supports vision ::: End Brainstorming List :::
Build Brand Identity - Brand Identity Guru
Successful Guru marketers have a secret weapon that they use every single time they communicate about their businesses. It's one of those intangibles that are easily misunderstood. It's the ability to generate excitement about what you have to offer. And when your prospects are excited about your services, marketing becomes a whole lot easier. You get more attention, more response, more sales and more referrals.
Your Identity Speaks Loudly...What Are You Saying?
Your corporate identity is a graphic expression of who you are as an organization. It plays a major role in what sells your company and its products. Everything that identifies your business, including your logo, color scheme, and tagline, work together to create an image that your customers remember. Building a corporate identity that bolsters your business objectives is a subtle, yet important part of achieving business success.
Tips for Creating Brilliant Business Names
Imagine if Yahoo! had been named TheInternetDirectoy. Or StarBucks was
christened "Premier Coffees". The names would be far more descriptive than their current ones. But they wouldn't embody the essence or spirit of the companies they represent. Even if they offered the exact same goods and services, it's unlikely Yahoo! or StarBucks would enjoy the same market share they now possess if given the more descriptive, and arguably accurate, names.
Branded Email: Email Branding is the Next Generation of Email
All You Need is Branded Email
Or
Always Branded Email There to Remind Me
Branding Yourself To Increased Profitability
Successful Realtors know the importance of branding their
identities into the consciousness of the communities in
which they live, like the big boys; Pepsi, McDonald's,
Burger King, and other companies we know and have come to
trust.
Brand Image ? Brand Identity Guru
Having a brand image is not a "have or have not" proposition. Everyone has one. The problem is that you might have more than one brand image, depending on whom you ask. You know yourself, but depending on whom you talk to, others may think you're something completely different. That's when a brand image company can help. You need to consider hiring a brand image company that identifies your most powerful brand image and then works to make it your only brand image. The phrase "brand image" gained notoriety when sales patterns began to show that feelings and visuals associated with brands were powerful motivators to purchase products. It isn't just products that consumers buy. It's their associated personalities and values.
Brand Equity Building - Measuring Brand Value
Measuring brand equity allows a company to establish a baseline and track changes in its brand equity over time. If a company consistently works to improve the strength of its brands, it must trace progress, or risk "flying blind." Changes in a quantitative measurement of brand equity can show the company the effects of its work, and greatly aid in setting marketing and management priorities in the next business planning cycle.
Boston Web Design Branding - Brand Identity Guru
A branding company's website purpose is to design websites that will attract attention, give a professional image and support the message you are trying to convey in writing. There are arguments for doing your website design in-house. However website design, search engine optimization and copywriting is a very specialized area and utilizing a website design company can pay big dividends.
Good Logos Make Great Sales Tools
Every day, the average person is exposed to millions of visual stimuli including hundreds of company logos.
John Deere and NASCAR; Excellent Use of Brand
We should all recognize the marketing efforts of John Deere especially as we have spoken before with regards to their TOYS. They have a complete line of nearly every tractor or agricultural attachment they make available in small, micro size.
Branding: All My Exs Live In...
...my senses. I know, you were thinking 'Texas'. Well, if they do live in Texas, then it's a good thing that I live in Virginia (dodged that bullet - swish!). In fact, most of my experiences, good and bad, nestle deep in the base of my subconscious until 'something' wakes them up. It could be the ocean air, a certain perfume, the sound of fireworks or a song, the touch, the feel of cotton, or even the taste of burnt pizza. Yup, all of these sensory experiences can bring any memory rushing back to the front of your mind.
7 Branding Secrets: Ready or Not?
Every company has a brand (how people think of them) whether they created it through design or accident. By creating your brand through design, you shape the way you wish your company to be viewed by customers and potential customers. This will remove some of the uncertainty concerning what others will expect from you and say about you. The power of a brand can't be over-estimated. The Golden Arches are known worldwide.
Trademark Your Business ? Lessons Learned
Small business owners learn many lessons the hard way - through
the school of hard knocks. I recently experienced my own tough
lesson concerning the importance trademarking my business name.
Like many solo-entrepreneurs on a tight budget, the thought of
trademarking my business name was not high on my priority list.
Had I placed more importance on it, I might have saved myself
some anxious moments, not to mention a few hundred dollars in
attorney fees!
Brand Extension; Going from Consumer to Commercial
As more and more home pressure washers are sold at leading retailers such as Wal-Mart, Sears, Home Depot, Cosco, etc. We are seeing companies offer products in brand line extension to service this niche. Armor All is the newest company to offer it's brand name customer loyalty to sell these products. They of course have been heavy into the Car Wash Industry with National Networks of Distributors in Canada and The US and Europe for tire cleaners and protectants, now they are offering a concrete cleaner for home pressure washer do-it-yourselfers.
Brand Building 101
Building your brand into a brand leader isn't easy. There are 2 areas that can really help you grow your brand, passion and consistency. Passion is incredibly important. You have to understand that even if you are a start up or a one-man operation, or are well on your way, you are still a brand. You have to care passionately about the way your brand is nurtured, developed and presented to your target audience. Everything that leaves your building, every impression that your staff and your company make, is lasting. Take advantage of this opportunity to get your customers and potential customers to remember you in the way that you want them too!
Acquire, Then Rebrand
Acquiring another corporation usually means that the acquiring company's name will be the name of the newly merged entity. There is one factor that can change that -- one that is stronger than anything else. What is it? It is you, the consumer.
Branding Guru - Brand Identity Guru
Branding Today
Branding Your Products Is Important
I was chatting with a couple of friends, all of us are either copy writers or graphic designers?or both?.in the advertising industry, so, naturally, our conversations leaned towards the topic. This one particular friend who works in an American advertising firm is now an Art Director, so, needless to say, he considers himself a notch higher than us mere freelancers and employees. After all, he is the one person who decides on the direction of a whole advertising campaign. He is also in-charge of a couple of large International brands of products. And during this conversation, he told me about this story that inspired me. He says that branding is so important to a product that it can either make or break a product?or even the company.
What Make Us Unique and Different
Starting a business can take a lot of time, money, and energy. And because we don't want to completely re-invent the wheel, we often want to copy (legally) other techniques, strategies or processes used by others. While copying others has many benefits, namely using tried and true methods as well as saving time and money, the true success of your business will come from your own uniqueness.
|
